Toys ‘R’ Us has debuted a short promo film at the 2024 Cannes Lions Festival, which was mostly created using OpenAI’s text-to-video tool. The film, created in partnership with creative agency Native Foreign, follows the founder of Toys ‘R’ Us and features the brand’s mascot Geoffrey the Giraffe. Reactions to the film on social media have been mixed. The tool, named Sora, is not yet publicly available. It can generate videos up to 60 seconds long with multiple characters and detailed backgrounds. Experts believe text-to-video AI models like Sora have the potential to disrupt the digital entertainment market.
